10 step marketing plan olay regenerist

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  • Patients need To feel like they belong again in society To be cured Patients choose The Medical City Services, confidentiality, convenience Patients expect Proper treatment, good services
  • Patient’s Family need Help in taking care of their loved one Guidance on coping Patient’s Family choose Services, Confidentiality, Convenience Patient’s Family expect Proper care, Good Services
  • The marketing opportunity lies in the need for a psychiatric facility that offers not only quality medical services but it also goes beyond basic psychiatric set-up
  • 10 step marketing plan olay regenerist

    1. 1. 10 STEP Marketing Plan for Olay Regenerist Ma. Victoria Carmela B. Dela Paz January 19 2011
    2. 2. 5 Steps for Part 1: PTM and Positioning <ul><li>PTM are all women concerned about their beauty </li></ul><ul><li>Eternal beauty, a product that will make them forever young </li></ul><ul><li>They can choose from Ponds Age Miracle, Estee Lauder Youth Dew, Loreal Skin Genesis </li></ul><ul><li>Gap is that Olay is priced competitively compared to the others. </li></ul><ul><li>NSO statistics estimate 94 million Filipinos in 2010. More than half of which are women. </li></ul>
    3. 3. 5 Steps for Part 2: Marketing Mix and Strategy <ul><li>Olay Regenerist </li></ul><ul><li>Mirco sculpting cream (Php 900), Mirco sculpting serum (Php 360) </li></ul><ul><li>Highest concentration of amino-peptide complex </li></ul><ul><li>Found in all Watsons and SM department stores </li></ul><ul><li>Uses the same approach as other competitors but pricing lower </li></ul>
    4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
    5. 5. 1. PTM: Women of all ages concerned about Beauty <ul><li>Demographics (25 up, Female, social class ABC, single/married) </li></ul><ul><li>Lifestyle (affluent, concerned with personal appearance) </li></ul><ul><li>Behavior (Beauty conscious, willing to spend to look young) </li></ul>
    6. 6. 2. NWE I want to look young Without surgery I want to always be pretty for my husband . I want to always look My best, Forever young
    7. 7. 3. My PTM’s NWE <ul><li>Women of all Ages </li></ul><ul><ul><li>Do not want to grow old </li></ul></ul><ul><ul><li>Always want to look as young as they did in their early 20s. </li></ul></ul><ul><ul><li>But some are afraid to undergo surgery </li></ul></ul><ul><ul><li>To be Forever Young, Forever Youthful </li></ul></ul>
    8. 8. 3a. Olay’s Many Competitors <ul><li>Direct: Ponds, Loreal, Estee Lauder </li></ul><ul><li>Indirect: Belo, Dermclinic, Cathy Valencia </li></ul><ul><li>Variables: Price, Facilities, Services, Location, Affiliated doctors </li></ul>
    9. 9. 3b. Olay Regenerist Estee Lauder Olay Belo Essentials Ponds Age Miracle Price/Quality Matrix Low-End Mid Range Premium High Price Low Price
    10. 10. Positioning vs Brand Matrix Olay Regenerist Estee Lauder Ponds Loreal Firming and Lifting skin Younger looking Safe Reasonably priced Readily available
    11. 11. 4. Olay Regenerist is competitively Priced <ul><li>Olay has the advantage of being know for producing skin products from body lotions to face creams </li></ul><ul><li>They are competitively priced </li></ul><ul><ul><li>Mirco Sculpting Cream (Php 900) </li></ul></ul><ul><ul><li>Mirco sculpting serum (Php 360) </li></ul></ul>
    12. 12. 5. 94 Million Filipinos <ul><li>According to the NSO, there is an estimated 94 million Filipinos as of 2010. </li></ul><ul><ul><li>More than 50% are women. </li></ul></ul><ul><ul><li>30% belong to the working class </li></ul></ul><ul><ul><li>90% are concerned with their beauty and staying young and wrinkle free. </li></ul></ul>
    13. 13. 6a. Beauty products compete for market share DIRECT INDIRECT
    14. 14. 6b. Product description <ul><li>New Regenerist Mirco-Sculpting Serum </li></ul><ul><ul><li>Surprisingly firm and lifted skin that looks dramatically younger! </li></ul></ul><ul><ul><li>Recent scientific developments at Olay have led to the creation of this special serum that now has its highest concentration of amino-peptide complex. </li></ul></ul>
    15. 15. 6b. Product description <ul><li>This special serum helps regenerate skin effectively, letting you experience skin that is firmer, lifted and dramatically younger looking. </li></ul>
    16. 16. 7. Price <ul><li>Olay Regenerist Cream= P900 </li></ul><ul><li>Ponds = P400 </li></ul><ul><li>Estee Lauder = P3600 </li></ul><ul><li>Olay regenerist cream is priced double that of Ponds Age Miracle cream but about a fourth of the Estee Lauder </li></ul>
    17. 17. 8. Promo: Olay. Challenge what’s possible Olay Regenerist is sold exclusively in Watsons and SM department store and advertised in all magazines. This print ad was taken from Good Housekeeping
    18. 18. 8b. Competitor promo <ul><li>In general, Beauty products are advertised in magazines and billboards </li></ul>
    19. 19. 8b. Competitor promo <ul><li>Magazines and Word Press </li></ul>
    20. 20. 9. Location <ul><li>Exclusively Distributed at: Watsons and SM department stores </li></ul>
    21. 21. 10. Olay. Challenge What’s Possible <ul><li>Olay’s main strategy is to dominate the market of Watson’s and SM </li></ul><ul><li>It benefits from the differentiation strategy of quality. </li></ul><ul><li>Excellent and competitively prized. </li></ul>
    22. 22. SUMMARY
    23. 23. 5 Steps for Part 1: PTM and Positioning <ul><li>PTM are all women concerned about their beauty </li></ul><ul><li>Eternal beauty, a product that will make them forever young </li></ul><ul><li>They can choose from Ponds Age Miracle, Estee Lauder Youth Dew, Loreal Skin Genesis </li></ul><ul><li>Gap is that Olay is priced competitively compared to the others. </li></ul><ul><li>NSO statistics estimate 94 million Filipinos in 2010. More than half of which are women. </li></ul>
    24. 24. 5 Steps for Part 2: Marketing Mix and Strategy <ul><li>Olay Regenerist </li></ul><ul><li>Mirco sculpting cream (Php 900), Mirco sculpting serum (Php 360) </li></ul><ul><li>Highest concentration of amino-peptide complex </li></ul><ul><li>Found in all Watsons and SM department stores </li></ul><ul><li>Uses the same approach as other competitors but pricing lower </li></ul>
    25. 25. Olay Regenerist <ul><li>Olay. Challenge what’s possible </li></ul><ul><li>Taken from Good Housekeeping </li></ul><ul><li>December 2010 </li></ul>
    26. 26. 10 STEP Marketing Plan for Olay Regenerist Ma. Victoria Carmela B. Dela Paz January 19 2011

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